The Copa America Centenario picked up a trio of new partners, locking in deals with Makita, Samsung Electronics America and Swiss watch brand TAG Heuer for the upcoming tournament, which honors 100 years of the event. The three brands now join Anheuser-Busch, Coca-Cola, Delta Air Lines, Nike, Sprint and State Farm as tournament partners, and will receive rights to use the tournaments’ intellectual property for advertising and marketing materials, as well as packaging, consumer promotions and signage at tournament games. Partners will also be included and visible in all media areas in the 10 tournament markets. The tournament opens on Friday, June 3.
“Football is the fastest growing sport in America, and the most popular sport in the world,” said Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division. “Football is like a language between people. With football, we communicate passion, success, team spirit, organization, strategy and finally victory, values that are also carried by our brand and more importantly by the people who buy and wear our watches. I am very proud to be part of such an exciting competition, spreading TAG Heuer’s core spirit of #DontCrackUnderPressure to more young audiences.”